Purpose of the role:
The Market & Brand Insight Manager will be a strategic advisor & custodian of market and consumer trends, insights and analytics which informs, inspires & provokes transformational action for growth.
The Market & Brand Insight Manager thus acts as a partner in providing strategic decision support and thought leadership to enable business growth for the categories and brands in their respective role. The ideal candidate should have well-developed strategic thinking
Key Responsiblities:
Driving a data and insight driven culture
Champions a data driven culture: Identifying opportunities and risks within the broader business environment through well substantiated information which can be integrated into decision making and action plans
Drive our competitive insight advantage: by being close to and inspired by the market and consumers as well as able to act as a hub of information connecting various information sources to form "bigger picture" viewpoints and insights
Identify opportunities and risks within the brand portfolio, markets, consumers and shoppers; and use above-brand insights to drive strategic thinking forward at a macro level
Translates research findings into meaningful insights, recommendations, and business implications to aid decision making and influence strategic direction
Provide direction and value-add: by building insights and implications onto brand research projects so as to inspire action through consumer orientation
High quality results: manages agency relationships to ensure results are aligned to business and brand objectives
Manages expectations on usage of insights: educates clients on how the research can and can't be used
Demonstrates best practice and explores innovative new approaches: to ensure research approach and implementation are best in class in the industry
Investment alignment to decision risk: Management of stakeholders on best approaches which should be used or should not be used for the quantum of the business decision and resultant impact. Use of correct methodology for the objective of the study
Day-to-day quality control: ensures best practice embedding across the project
Manages agency relationships: to ensure delivery of high quality research results aligned to objectives
Lead brand health assessment and category consumption dynamics
Fit for purpose Brand Health measurement: aligned with business and portfolio strategy, so enables measurement of progress on brand and category strategy
Monitoring of the brand plan KPIs: use key brand health metrics e.g brand power, and advise on course correction in terms of risk areas as well as opportunity areas
Global alignment on models and frameworks: Ensure the OpCo is kept up-date with new frameworks and embed understanding and usage
Scan and synthesise global and local consumer and market trends for category and brand impact
Tapping into global and local trends: determining the category and brand impacts identified for action and forecasting of where the market may be moving
Drive utilisation of trend information: Identify actions and any deep dives relating to key local platforms
Support to the ICP Process and delivery of performance & KPI dashboards
Support category/brand planning: Working closely with the brand team to understand marketing mix dynamics (eg. pack, region, channel and key account) within brands and to ensure business decisions are data driven and drive the brand in the desired strategic direction
Performance and KPI measurement: compile regular business reporting deliverables in line with local and global requirements for performance and KPI measurement
Managing effectiveness and efficiency of brand campaigns and initiatives
Meaningful Activity Insights: insights which feed into a learning structure so as to uplift the marketing teams understanding of impact of their activities and develop a learning cycle so there is continuous improvement over time
Education & Experience:
Bachelor's degree in Marketing, Economics, Business Analytics, Data Science, or a related field; advanced degree or specialization in market research is a plus.
8+ years of experience in the insights, research and data area
Skills:
Competencies
Commercial Acumen - Balance long and short term business value generation through the regular application of integrated commercial principles across the whole value chain
Personal effectiveness & excellence - Display an iterative learning mentality. Actively seeks out opportunities to learn and develop, and promotes learning and development in others
Resilience - Remains determined despite frequent obstacles. Possess high levels of EQ
Creative - The ability to use imagination and new ideas to produce solutions
Entrepreneurial - The ability to think ahead to spot or create opportunities and maximize them
Responsible & Accountable - The ability to work in a way that considers its impact on other people, organisational goals and the wider environment
Insightfulness - Balancing multiple internal and external sources of information with intuition in order to generate integrated insights that drives business value
Commercial Fluency - Balance short and long term business value generation through the regular application of commercial principles across the whole value chain and take ownership around course corrective rigour
Builds collaborative relationship and networks - People and relationship building centric. Develops internal/external relationships with a focus of seeing and understanding the bigger picture
Engagement skills - Communicates persuasively and confidently to influence and negotiate positive outcomes. Ability to use storytelling to effectively inspire stakeholders to implement the proposed actions/ solution
Challenging - The ability to challenge the status quo and drive change in a business environment
